Tag Archives: construal level theory

I have never met any street sign which encourages someone to DO something. Instead, most street signs ask someone NOT to do something. For instance, they ask pedestrians not to run fast or they ask drivers not to drive fast. However, at a school in Hong Kong, I finally met a different street sign designed…

Jaewoo teaches and writes in the areas of design thinking, new product development, and behavioral economics. He is an associate professor of marketing and participating professor of experience design at Kookmin University.